PODCAST / EPISODE 12

Rewriting the Influencer Playbook

With Jola Burnett, Jasmine Enberg, and Tara Nolan

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Join us for a smart, up-to-the-minute discussion of Influencers in the pandemic era – their changing roles, the emergence of a new breed of content creators, and the pitfalls of sticking to old models in a time of upheaval.

Thinking Ahead

This is a podcast about research, innovation, and discovery. Each episode will give you new insights into today’s consumer, and prepare you for tomorrow’s marketplace.

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WHITEPAPER: From AI to COVID-19: The transformation of influencers in a culture of doubt

From ultra-rich Hollywood families to 10-year-olds un-boxing the latest hot toys – influencers have taken on many shapes and sizes with the rise of online video and marketing. But with the rise of COVID-19, trust-challenged consumers have come to question the authenticity of even the most approachable informants, changing the influencer game in radical, unexpected ways. In a new GfK Consumer Life eBook, Jola Burnett explores the dramatic transformation of influencers – their roles, their identities, and even their flesh-and-blood humanity.

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